UNDERSTANDING THE DECISION MAKING PROCESS FOR COMPULSIVE BUYERS (MCM Diamante Customers)

Title: UNDERSTANDING THE DECISION MAKING PROCESS FOR COMPULSIVE BUYERS (MCM Diamante Customers)

Author: MUSTAFA CKHAMAL MALIK

Item Type : Thesis (Thesis)

Affiliations: Master of Management Science Study Program, Faculty of Economics and Business, Universitas Airlangga , Surabaya, Indonesia

Publisher: Universitas Airlangga

Abstract

This research aims to examine purchasing patterns in consumers who have compulsive buying behavior, where these consumers have compulsive behavior in purchasing luxury goods, especially diamonds. This research also examines the cognitive dissonance felt by perpetrators after purchasing diamonds. The method used in this research uses deep interviews to gather information from the perpetrators. This research shows that compulsive buyers are more motivated by affective factors as well as the basis for decision making in purchasing. All informants feel guilty about their behavior, but their feelings of guilt are outweighed by their desire to repeat their purchasing behavior.

Keywords: compulsive buying, decision making process, affective decisions

Sources: http://repository.unair.ac.id/39582/